Martin Biré, autor en Blog emBlue

Sell more with up selling and cross selling

Getting new customers is not the only way an online business has when it wants to grow. Up selling and cross selling are ecommerce sales strategies that can also boost growth . Here we explain what it is about.  Up-selling When we up-sell we are improving the sale of the product that the client acquired or … Read more

Tourism marketing: what is it and how to achieve a successful campaign?

With super attractive destinations at all times of the year and a market full of offers, to know what is tourism marketing and how to reach omnichannel is the key to creating a winning strategy Can the tourism sector reach omnichannel? Take a passage to read this note and find out!

Without a doubt, the coronavirus pandemic (COVID-19) not only transformed our lifestyle, but also the relevance of tourism marketing .

With a 95% drop in travel in 2020, travel agencies must optimize their tourism marketing campaigns to survive a potential budget cut.

Places that were previously presented as ideal destinations, today are almost empty. With the industry almost in checkmate, it is necessary to resort to Efficient alternatives for companies and both omnichannel and marketing automation are some of them.

Here is everything you need to know!

Marketing automation adapted to the tourism market

Marketing automation offers process simplification and time savings. This tool is based on all those softwares that automate a marketing campaign, creating responses to certain actions by users through multiple communication channels.

The objective of this process is to consolidate the relationship with your audience , providing an optimized experience as soon as people enter your virtual ecosystem.

How to apply it to tourism marketing? Faced with the new normal that dominates the world, tourism companies receive daily a large number of complaints about travel packages sold, cancellations, accommodation or rescheduling.

A successful omnichannel tourism marketing campaign must

  • Share service statuses
  • Communicate empathically and consistently
  • Give helpful advice
  • Generate content to answer questions

Omnichannel in your tourism marketing

As we already know, promoting ticket sales is one of the main objectives of tourism marketing (worldwide, there was a 41% decrease during the week of December 21, 2020 compared to the same week during 2019). To achieve this, it is key build a solid database and carry out strategies according to the purchase stage each person is in– From searching to buying, through information you need before you travel, useful tips for your trip and content of interest so that you want to return in the future.

Omnichannel is impossible to achieve without proper positioning of your communication channels, Such as your social networks, your presence in search engines or the most popular platforms in the industry. Thus, you will also be able to check which content is most effective for your objectives and find out, in greater detail, what people in your audience want to know .

Use the networks to your advantage!

To better adapt to the crisis, it is essential to define which contact channels you will use to get closer to your audience. Either Through social networks, WhatsApp or email, you should always communicate without denying the current problem.

A warm and transparent message will make your customers trust you more and choose you over other companies. For example, the website Due to the coronavirus pandemic , almundo.com had to cancel its flights and invited each user to complete a form so that they would be contacted by the company in order to solve their reservations.

Good news in times of crisis? Of course!

As we mentioned before, be present and know the needs of your audience it is a key factor. For example, the company Aerolineas Argentinas used its networks to communicate good news: faced with the impossibility of continuing to sell commercial flights, it announced the progress to transfer the Sputnik V vaccine from Russia to Argentina.

A successful tourism marketing campaign builds customer loyalty also by increasing your reputation in such a competitive industry.

An exceptional situation requires differential help

The pandemic not only prevented people from being able to continue mobilizing, but also left a large number of people isolated and stranded in their tourist destinations. In this way, what at first was the joy of knowing a new place, became the uncertainty of how to return home.

In this way, the Tourism City agency , led by the now famous Carla, carried out a communication solving the main doubts and queries of those people who had bought them a ticket. That virtuality does not make us lose that magic touch of human closeness!

Stay active

In times of pandemic, it has already been proven that it is important not to remain silent. Adapting your communication to current times is elementary and will keep you relevant despite a global crisis.

To achieve this, the LATAM Airlines company presented a new category of more flexible tickets with the possibility of change or cancellation at no cost. Thus, he achieved increase your sales at a lower cost and not slow down your operations during the pandemic.

Attractive and educational content

The development of content adapted to the current context can be of great help when it comes to positioning yourself and highlighting your brand. Either through interesting information such as ‘The 10 best activities …’ or ‘5 tips for traveling in times of pandemic ‘ you can increase your reputation.

The current tourist is no longer the same, only through content of value and consistent with the world situation will make people interested in you among so many other options available.

 

The COVID-19 coronavirus pandemic did not impact in the same way in all countries, however 96% of the world’s destinations put restrictions on tourism. In the face of the crisis, the important thing is to stay active and relevant. While other companies pause their tourism marketing strategies, boosting yours can always position yourself one step ahead of the rest.

FAQ: Tourism marketing: what is it and how to achieve a successful campaign?

What is tourism marketing?

Tourism marketing is the promotion of places carried out by companies in the hotel sectors, entertainment venues, restaurants, transport companies to increase their sales.

What is hotel marketing for?

It is in charge of all those actions that focus on offering tourists an optimized service and a differential experience.

What are the main benefits of tourism marketing?

  • Increase sales
  • Reduce costs and time
  • Establish a conversation with the audience
  • Segment databases

Never miss it: how to send a welcome message to a client

If we talk about an omnichannel strategy , a “hello, how are you?” it is much more than a simple greeting Offering a good welcome message to our clients, through email or another channel, can impact the entire relationship with our brand. What is a welcome message? What is it for? How to write it? Find out in this note!

Did you know that the welcome message is the one that captures the most attention from the user?

Imagine this: a person visits your website for the first time. While browsing the site a push notification inviting you to leave your details to subscribe to the newsletter.

So far, the user may not feel interested in giving you their information, after all, we are bombarded by messages of this kind. However, in exchange for doing so you offer him something that is just what he was looking for! It could be free downloadable material, a discount on your first purchase, or exclusive access to an event, to name a few examples.

It’s your lucky day! what you have offered has hit the mark .

What will you get in return? In this case it is the least, the important thing is that in addition to that “gift”, the user expects your welcome message almost as long as they will expect, when making their first purchase, the possibility of giving feedback on their experience with the brand. Did I already tell you about Net Promoter Score? I don’t want to deviate too much, but if you are interested in simple customer retention you should read this other note from our blog;)

Undoubtedly, that is the main attraction of this kind of communication, the interest of the user. Because that means only one thing: it will be waiting for that message and, therefore, the opening possibilities are greater .

Now that you have their full attention, it is time to receive it accordingly , what would that be like? Calm down, we will explain it to you below.

What is the welcome message to a customer?

The welcome message to a client or subscriber is one that is sent with the aim of greeting the user and thanking him for the action he has just carried out . Among them, we can distinguish:

  • Subscription to the blog.
  • Register in the online store to buy a product.
  • Leave your WhatsApp contact to receive updates from the company.
  • Subscribe to the brand’s SMS.

Customer welcome messages are communications that we can schedule automatically (sorry, automating is too important not to say ) These respond to that action that the user has just performed for the first time in relation to our business.

What is a welcome message to a customer? The welcome message to a client or subscriber is one that is sent, in an automated way, with the aim of greeting the user and thanking him for the action he has just carried out .

Welcoming is possibly the first direct interaction you have with that person and this only means one thing: their relationship is just beginning . To make a good first impression – remember that it is the most important – there is nothing like giving a good welcome .

The possibilities that this kind of message offers us are endless. Therefore, it is important to know why we should strategically plan this type of interaction with users

Why send customer welcome messages?

Do you have a chair handy? No? So walk over to one and sit down before reading this: welcome messages via email have an average open rate of more than 50%.

Welcome messages sent via email have an average open rate -u Open Rate- that exceeds 50%.

Source: Invest

In the case of SMS marketing , we told you a few days ago that 98% of the text messages that arrive are read by the recipients almost immediately .

What about the messages that you can send to your clients through WhatsApp? These They have an open rate that ranges between 70% and 90%.

As you can see, the welcome message has a lot of potential within your omnichannel strategy.. And this is largely due to the fact that, regardless of the channel you use, the best of all will always be that there will be someone waiting for you on the other side.

In addition, there are other reasons to send a welcome message to a customer . Which? Well, it is what follows in the note

What is the welcome message for?

  • Start building a bond. Relationship marketing is built on quality interactions. A great way to get off to a good start is with your welcome message.
  • Introduce oneself. As we said before, first impressions are key. Taking advantage of the welcome message to introduce yourself and show interest in the user is a perfect way to give that impression that you are looking for so much.
  • Add value. The first message you send to your customers and subscribers can serve to initiate the link with users adding value. That is, guiding them with useful information about your products and services, offering them a kind of guide to know where to start.
  • Publicize a product or service. The welcome message represents a very valuable opportunity to start a conversation with your customers and subscribers, guiding them to discover your products and services.
  • Lead the user to the next step. We have all been new at one time or another, whether in a job or in a group. That feeling of not knowing what to do or where to start is not pleasant. The welcome message can lead users to the next step. They will appreciate that help.
  • Increase conversion. By using appropriate calls to action in your welcome message, you can increase your business conversions.

How do you make a welcome message?

It’s time to get to work on customer welcome messages Where to start? We give you a brief guide so as not to fail.

Define goals

What would become of our strategies without objectives? Where would our campaigns lead us without these goals to be achieved? In the case of the welcome message It is important to define what we will try to do from the moment a user provides us with their data .

For example, it may be that in the welcome message to a client our objective is to reinforce the identity of our brand. Based on this, we will place a strong emphasis on staying connected through our social networks or we will storytelling sharing the history of the company.

In other cases, we may seek to provide useful information, mainly by sharing featured blog articles or tips and recommendations for the use of our platform. While another goal may be conversion. In that case, we will include discount codes, special promotions or exclusive accesses.

The important thing before starting is to be clear about what objective we intend to achieve with the welcome messages for customers.

Choose the right moment

This would be something like having rhythm. The ideal is to welcome as soon as a user registers in our database . However, if it is a sequence of welcome messages, it is possible to use other time frames as well.

For example, if a person subscribed to the blog with their email, an immediate first communication can be sent to thank the registration and share the outstanding contents of the blog. Adding, in addition, links to social networks.

A second email could be sent two days later to share the articles chosen especially for the user. And uA third email would be sent a week after registration to invite the subscriber to a webinar or download content.

In this sense, user segmentation is very important to know what type of welcome message is appropriate.

Customize welcome messages

Something essential in any interaction with customers or subscribers is personalization. From using the user’s first name, to offering relevant content or products based on their preferences. Everything is useful when starting to build a quality bond with our audience.

You wonder, for example, how can you personalize a good email marketing campaign that includes a welcome message to customers? This note has all the answers you need (and a bit more too).

Think of specific welcome messages for each audience

Taking into account that people tend to receive messages from companies frequently, either through email marketing , SMS or even WhatsApp, it is important that in the welcome message we explain precisely what type of communications they are going to receive for having registered.

In addition to indicating the type of messages that we are going to share with them, we must tell them how to unsubscribe or update their preferences regarding these notifications.

Includes calls to action

If you have your goals well defined and segmented users, it will be much easier to include appropriate calls to action in each welcome message .

If your goal is to sell more, your CTAs should direct users to the products you are trying to market. To do this, you can use discounts or promotions to increase interest and sales possibilities.

If what you want is to bring more traffic to your website, it will be essential to include a CTA that links to the content you are trying to position. But yesIf you are looking to increase engagement and generate community, you should focus your CTAs on the social channels of your business, for example.

Templates for customer welcome messages via email, SMS and WhatsApp

Beyond these recommendations, we want to give you something else. Therefore, below we share 3 templates that you can use as a welcome message for clients through email, SMS marketing and WhatsApp .

Because omnichannel is our thing , you already know

Welcome message via email

To create an email Welcome you have multiple options in terms of extension, format, design and elements to use. Remember to always be clear about your goal.

In the template that we will share below, we use the subscription to a streaming platform as an example.

Hello NAME!

Welcome to NAME of the PLATFORM.

Everything is ready for you to start enjoying the NAME of EXPERIENCE experience.

Here are all the details of your subscription:

We will always be here to help you with whatever you need. We would also love to hear from you to personalize your experience. Write to us here.

We would love to hear from you!

Welcome message via SMS

 

To send SMS we must take care of the number of characters. The rule is not to exceed 140. In this case: the good, if brief, twice as good .

Hello!

Thanks for signing up!

Now you can receive before anyone else all our news.

Access your special discount here .

Welcome message via WhatsApp

Although there are no character limits, the recommendation to connect with clients on WhatsApp is also to keep it short .

Remember that in this platform the key is to talk and the ideal is to give rise to the response of the users so that the interaction flows naturally .

Hello NAME!

We welcome you to the COMPANY NAME family.

Thank you for using our services.

All ready to go?

——————————————————————————————————————

There are no more excuses. You have all the information you need to create a perfect welcome message for your audience

Do you have any doubt? Need help? Discover how we can accompany you from emBlue .

 

FAQ: How to send a welcome message to a customer?

What is a welcome message for?

The welcome message to a client or subscriber is one that is sent with the aim of greeting the user and thanking him for the action he has just carried out.

What are the 5 key steps to achieve a good welcome message?

The 5 key steps are:

  1. Clearly define objectives.
  2. Choose the right time to send it.
  3. Personalize content dynamically.
  4. Be very specific about the goal of the message.
  5. Include calls to action or CTAs .

Why use welcome messages to our customers?

The 6 fundamental reasons to use welcome messages are:

  • Start building a bond.
  • Present yourself to customers with the right message.
  • Add value from the start.
  • Publicize our brand, product or service.
  • Lead the user to the next step of the link.
  • Increase conversion.

What is SMS marketing?

What is SMS marketing? How to start a campaign SMS marketing? What is SMS marketing for? Learn how to use it, why choose it, what kind of messages to send and what are its main benefits in this note

What is SMS marketing?

SMS marketing is a sales and communication tool that uses the sending of massive text messages to mobile phones in order to achieve one goal : to announce offers, updates and important communications that seek to generate a sense of urgency in the user.

With mass SMS campaigns we can send messages to a very wide audience, anytime and anywhere in the world. The ease and effectiveness of this type of campaign make them an ideal complement to further amplify the results once omnichannel strategy.

Why choose bulk SMS?

In addition to the high percentage of bulk sms openings , the great advantage of using sms marketing is that the support where it is received are mobile phones. The time on the screen of users with this type of device, assures us that they will know that a message has arrived, through a visual or sound notification or both.

The Pew Research Center conducted a study on this: 98% of incoming text messages are read by recipients. And the time in which the receiver reads a received sms is within the first 3 minutes.

Another point in favor that will make you think about implementing an SMS campaign is that in recent years transactions and visits to websites from mobile have notably increased. According Bambú Mobile , in 2020 the smartphone was involved in 58% of all online acquisitions worldwide and the same was projected so far in 2021.

By connecting with customers on the same device where they make the purchase, you will not have to send them to another place, you will be able to insert your directing links to the url that you want and improve the user experience. Psst: as long as it is optimized to receive visits from phones;)

SMS marketing: ideas for your campaigns

Communicating through SMS represents an enriching challenge for our campaigns: communicating concisely and efficiently . This is a good way to highlight and highlight important information in our strategy for users.

SMS , in a comparison with push notifications , They must also be clear, precise and brief. Taking advantage of the 160 character limit that emBlue allows does not mean reducing the information, but it allows us to exploit creativity to persuade and seduce the user in a few words.

When and why send massive sms campaigns?

As we said, the mass sending of sms is usually used to communicate events or special actions and seek to generate a sense of urgency. Get inspired by some of the examples below:


  • Promotions or product launches , in which the user understands that it is a unique offer for him and for a specified time.

  • Discounts for the acquisition of a product related to another already acquired or exclusive services.
  • Events , such as webinars or special commercial dates in which you will find discounts in our store.

  • Reminders linked to monthly payments, voucher downloads, updates from our organization.

Advantages of SMS campaigns

There are many advantages of having SMS marketing in our omnichannel strategy and the most important thing is that this type of communication does not need an internet connection to receive them.

Our bulk SMS campaigns They will reach the proposed results if they are part of an orchestration of sales tools called within an omnichannel strategy. Can’t you think of how to unify your SMS with your current actions? Start by reading this note about sms and omnichannel that will surely help you

  • Possibility of programming shipping date, time and target group.
  • Unlimited shipments
  • Low unsubscribe rate
  • Possibility of response to interact with your customers
  • Message customization with identification fields
  • Receipt confirmation reports

How to start an SMS marketing campaign?

Surely you are already thinking about your first shipment and what to communicate in it, excellent! But before setting up your first campaign, take into account these factors that will be useful to optimize your results:

  • Control the number of characters
  • Do not include characters that are not universal in all languages, the recipients may not receive them and your message will be ruined.
  • If you are going to include links, use URL shorteners to be able to use more characters in the writing of your text.
  • Perform tests before sending to check that everything works as you wish.
  • Include your brand name in the message, so they can recognize you at first glance.

Do you need more information to implement your SMS marketing campaign? Our team is ready to advise you and implement your first shipment with you and throughout your omnichannel strategy, you just have to ask for it!

Frequently Asked Questions about SMS Marketing

What is SMS marketing?

SMS marketing is a sales and communication tool that uses the sending of mass text messages to mobile phones.

Why choose SMS marketing?

  • High opening percentage.
  • Low subscription rate.
  • Possibility of programming.
  • Increase traffic to your website.

When and why send SMS marketing campaigns?

  • Promotions or product launches.
  • Discounts
  • Events (edit)
  • Reminders

Sales Funnel: Why Your Business Needs One Now

Whether you dedicate yourself to digital marketing or are thinking of entering this world, there is a concept that you should know like the back of your hand: the sales funnel . In this article we will tell you a little more about what a funnel is, how it works and why it is key in your marketing and sales strategy.

What is a sales funnel? What does funnel mean?

Before, a distinction.

Funnel is the Anglicism used to name what in Spanish is known as “ funnel ”.

Put this way, the sales funnel, also called sales funnel —And in omore particular cases called a sales tunnel – is the way youA company establishes the different points of contact with its users from the moment it reaches the business, until the moment it sells.

Not sooo long ago we talked about the conversion funnel . No, we do not forget: there is a difference that separates the conversion funnel from the sales funnel. The sales funnel records the steps that the user goes through until the sale or payment of a service or product is made.

The conversion funnelInstead, it identifies all intermediate events that can be considered as conversion. It can be a registration, the installation of an application, the download of software or what your brand considers that is not, precisely, a sale.

What is a sales funnel for?

As we already told you -and as you can imagine-, the sales funnel has a very clear objective: to sell. However, the path to this goal is marked by more specific goals that are part of the final goal.

  • Solve a need of your users. There is no possibility of selling if there is no real interest in offering something to our clients and adding value to them. This contribution usually occurs, for example, if we provide them with content that responds to their queries, fears or wishes.

 

  • Build trust. The pandemic has heightened the need for brands to be – and show themselves – trustworthy. It’s not just about providing a service or product, it’s about building links.

  • Reduce costs. Knowing in advance the stages that the user goes through before buying will allow your company to anticipate decisions, reducing the cost of acquisition per customer.

  • Strengthen the relationship with the commercial team. The sales funnel, in addition to being an ally of the marketing team to know what actions to take, is essential for the sales team, since in addition to using this tool to improve their conversation with users, it nourishes the funnel thanks to its knowledge.

Phases and strategies for your sales funnel

Unlike the conversion funnel , where we can identify the stages where the user is standing in relation to our brand Top of funnel, Middle of funnel and bottom of funnel the sales funnel seeks to understand the stages of the sale in a strategy omnichannel. And although there are several ways to build this funnel, this is usually the most used:

Initial contact (brand awareness)

As in Upper Funnel or Top of Funnel, at this stage of the sales funnel, the contact will surely be unaware of the existence of your business or have not considered the possibility that your product or service would solve their need (it is even very likely! that neither he himself knew that he had that problem or desire! ) .

It is, in this phase the objective is to make a first contact with the user so that he knows us. Social Networks, Online Advertising, SEO, Events, Webinars, Press, etc. are just some of the sources.

Interest (awareness)

You have done a great job so far! Users have already been impacted by your brand and can recognize it. However, this is not enough. Now you must generate leads, converting users into traffic, obtaining at least the main contact information: Name, email and a telephone number.

In this phase, the mouth of the funnel has a large number of prospects, many of which will have different states of interest, the most advisable thing is to appeal to marketing automation for their qualification.

Have you considered, for example, a welcome sequence with email marketing for your new prospects? Did you leave your data in a banner pop up of your site? In this case, the recommendation is to start with a greeting and provide more information and details about your business.

Consideration

Or do we better call this stage “comparison”?

In this instance, the user is still not convinced if your business will be the best option for their desire or problem. And for this reason, it is very likely that you are looking at multiple alternatives.

However, there is good news! Impacting the user at this stage is easier than before: You already know who he is, what he is interested in and how to reach him. Take advantage of these tools to drive the consumer through the sales funnel.

At this stage, we recommend incorporating elements that generate an omnichannel experience and personal. That is, where the user is impacted by a congruent message through one or more channels, where they receive from us a response to their doubts, wishes or fears.

In this step, an email marketing sequence could be a great ally to reach the sale. These are some content that you can share through this channel:

  • Exclusive promotions and discounts
  • Benefits of your product, service or company
  • The questions most asked by other users
  • Case studies (Also called “successful”)

Sale

You’ve got it! Your arguments have been convincing and Your value proposition has been superior to that of the competition. In this instance, the user is already willing to buy from you. It only remains for me to do so.

Only a minority% reaches this stage of your sales funnel and there is still a small margin for error. Even in the best strategies, there is a cart abandonment rate of around 70%. And this is where we must be prepared.

To increase the chances of making the sale, we suggest you use two very effective tools: Email Marketing and WhatsApp.

E-mail Marketing

Prepare sequenced communications that can resolve customer doubts – still potential – is undoubtedly an excellent strategy. Here, our recommendation is to create one or more E-mail Marketing campaigns integrated in such a way that a trigger is fired when a user decides to abandon the purchase.

In these emails it is possible to include information about the product or service that was to be purchased, to emphasize the benefit lost by not buying it or testimonials from other buyers (in case the problem lies in trust)

WhatsApp

Undoubtedly one of the great communication channels of recent years: WhatsApp. Start a conversation with the potential buyer of your product or service through this channel It is a way to understand the fears and frustrations that led to discouraging the acquisition, but it is also a great opportunity to provide personalized attention.

In this case, a simple hello and question can completely change the picture. Check out this example!

Seller : Hello, name. How do you feel? I have seen that you have not been able to complete your purchase of XXXXXXXXXXXXX. Can I help you with anything?

Retention

Now yes. Finally. You have sold! And while this is a wonderful result, there is still more to do in the sales funnel. This funnel does not end a Once the sale has been made and the user has his purchase in his hands. Let’s analyze why.

In the retention stage, the objective is that those who have already bought from us choose us again and recommend our business to others, for that it is important that you know their experience: here you can implement NPS surveys .

A fact that maybe you did not know A satisfied buyer is 9 more likely to buy again from us ( which positively affects our costs per sale) .

If you offer a product or service by subscription for example, and you have to send monthly notifications such as payment documentation or updates, then an automated SMS marketing or push notifications strategy is the ideal option.

For this reason, In this instance, the recommendation is to focus efforts on after-sales. That is, continuing the link with the potential client according to what we understand is of value to him —This thanks to the information we already have about the person-, resulted in a more positive experience with our brand.

Conversion Funnel FAQ

What does funnel mean?

Funnel is the Anglicism used to name what in Spanish is known as “funnel”

What is Marketing Funnel?

Marketing funnel is the way in which a company establishes the different points of contact with its users at each stage of the sales process to develop a strategy adapted to each moment.

How does a funnel work?

A funnel works with the logic of an inverted triangle, that is, the value action (sale or conversion), is one of the last steps of the pyramid and graphically the narrowest. In this way, there is a parallel between the number of users who participate in each stage, in order to establish and improve metrics.

What is Upper Funnel?

Upper Funell It is the widest and upper part of our funnel. It tries to reach as many people as possible, and then work to refine their interest and make the conversion more concrete.


What do you think of this information? If you have been curious about how to work on your omnichannel sales strategy, we invite you to get to know emBlue.

4 examples and direct marketing strategies to scale your business

The form of communication with which you choose to address your potential clients is a key factor in the results you achieve. Today we come to present you a very interesting alternative, but above all, an option that can give you great benefits: the direct marketing. Have you heard of him? Discover all the details in this note.

What is direct marketing?

Let’s start at the beginning: what is direct marketing? It is one who, as its name implies, speaks directly to a specific group of people. Therefore, when looking for definitions of this technique we have found on more than one occasion the idea of “target”. This is one of the main characteristics of the concept, since direct marketing is directed almost exclusively to a specific target .

When marketing actions are precisely targeted at a specific audience, there are two benefits that become apparent:

  • Actions are better targeted.
  • The investment is less.

Better targeted actions avoid wasting resources, thereby saving the business money. In other words, we could think of direct marketing as a more accessible alternative for small and medium-sized companies .

In some ways, this method bears some similarities to relationship marketing , since it tries to maintain direct two-way communication with users. In fact, according to who is considered the father of marketing, that is, Philip Kotler, direct marketing refers to “Direct connections with individual consumers who were carefully selected to elicit an immediate response from them and cultivate lasting relationships .

It is through direct marketing strategies that brands can create more relevant dialogues and conversations with their target audience , which contributes to maintaining and strengthening the bond with this target over time .

It’s all about better engaging with the specific audience we are targeting and building more effective connections. They must be supported, mainly, in bring the right message, at the right time. Something that is also very in tune with him automated marketing .

What is the goal of direct marketing?

Before we mentioned that one of the key characteristics of direct marketing is the target, it is a strategy that is always directed to a specific audience. Now we must talk about another of the pillars of this technique: its objective. What is the goal of direct marketing? generate a precise action by the user. Therefore, all actions include a Call to Action (CTA) or call to action.

In this sense, direct marketing examples would be:

  • Visit our online store.
  • Subscribe to our newsletter.
  • Sign up here.

While other strategies aim to educate potential customers about the products or services of the business, direct marketing mainly seeks to persuade users to take a specific action. As we said before, the key element is the incorporation of calls to action that prompts them to act.

In this way, the success stories in direct marketing campaigns will be those that manage to achieve this objective.

It is important to bear in mind that what is sought through a direct marketing action is not always the sale. Everything will depend on the moment in which the user is with respect to his purchase journey or Customer Journey. Sometimes the goal is for the consumer to fill out a form, download a lead magnet, complete a survey, or any other desired action. Are conversions that bring that potential customer closer to the purchase or collaborate in the loyalty of the customers you already have .

Types of direct marketing

We could say that this marketing strategy was born long before the internet came into our lives. Therefore, when speaking of types of direct marketing We cannot limit ourselves to those that we can find in the online world. So, we will talk about two classes:

Which to choose? Although there are those who would say that both can be valuable for business, the truth is that digital direct marketing strategies allow automating a large part of the process using marketing automation tools. In turn, the results they produce are easier to measure. As we have said before, it is a cheaper alternative.

Digital direct marketing

Direct digital or online marketing uses channels based on new technologies to bring its messages to a specific target. These means are:

Which to choose? Although there are those who would say that both can be valuable for business, the truth is that digital direct marketing strategies allow automating a large part of the process using marketing automation tools. In turn, the results they produce are easier to measure. As we have said before, it is a cheaper alternative.

It is more than clear that if you have to opt for an alternative, all roads lead to direct online marketing.

What are direct marketing strategies? + Examples

We share 4 examples and direct marketing strategies to take advantage of this technique and improve the results in your business.

1- Make good use of your database

We could say that one of the most valuable tools in marketing is the database. This is the list of users who agreed to give you their contact information so that you can send them your brand communications. Thus, you can impact the user with the right messages at the right time , which is one of the techniques that provides the best results in any type of company.

Therefore, the key is to make good use of that database, which implies adequate segmentation.. This is: dividing users into small groups based on the common characteristics they share.

You can use as many criteria as you deem appropriate, from age, gender, occupation and location, to interests, needs, income, etc. This will allow you elaborate highly personalized messages that will be much more relevant for each segment or target .

Direct marketing examples : segment users who completed the registration in the online store, but did not buy. In that case, you could send them an email with a discount to take advantage of their first purchase.

If you want to discover how to segment your customers step by step, don’t miss this note .

2- Analyze in detail the behavior of users and personalize your messages

Now that you have segmented your contact base, what remains is to extract valuable information from each group. Therefore, you must study the behavior of users to understand what their purchase journey is like and what are the patterns that they follow. Based on this, you can create well-targeted messages to generate the desired responses.

Segmentation of your contact base and studying their behavior will allow you to know them in detail. Thus, you can create personalized messages for that audience. This is precisely the essence of direct marketing: impact users with relevant messages that encourage them to take the indicated action , be it registering, completing a form, sending a response, downloading something and even buying.

For example, suppose that a segment of users became interested in a certain product on your website. You can send communications offering complementary articles from the record of consumer activity on the page, this is known as remarketing. Find out what it is and its benefits at this article .

Without a doubt, it is a key resource for your direct marketing actions. Did you know that in emBlue do we have an ideal remarketing tool for Cross selling and Up Selling ?

3- Integrate several channels

Can direct marketing be omnichannel? Should be!

To boost direct marketing actions, nothing like the integration of multiple channels. You can use marketing automation platforms to send messages to users through the right channels at key moments.

For example, the link may begin with the user’s visit to the website. From there, Through personalized pop ups with tools like OnSite you can encourage potential clients to leave their data. Then, you could start an email sequence and even interact through other platforms such as WhatsApp, if the user prefers immediate attention through this channel.

The interesting thing is that you can offer different options so that your potential client is the one who chooses through which channel to interact with your brand .

Of course, ensure that in each of the media that you use in your strategy, the user has the same quality experience, because that is what omnichannel is all about .

4- Measure the results

Finally, the fourth and last of the direct marketing strategies that you should not forget is to measure the results. If there is something that characterizes this method, it is that its campaigns are very easy to measure. If, for example, you want start an email marketing campaign to get users to use a discount coupon through a CTA, it will be very easy to know how many open the email and how many click on the link. Through specific metrics you can measure and optimize your actions.

Some metrics you can use are:

  • Open Rate (OR). Indicate the number of times users opened your message.
  • Click to Rate (CTR). It is the percentage of the number of clicks that the content of your email had.
  • Click To Open Rate (CTOR). It is the number of clicks on your piece, over the number of opens.
  • Bounces. They are the recipients who for some reason could not receive your email in their inbox.
  • Desusciptors. Number of users who have decided to stop receiving your communications.

By measuring and analyzing your results you can improve your campaigns more and more and with it, the results.

If you want to increase your conversions, direct marketing can be a great ally. Are you planning to apply it in your business?

Direct Marketing FAQ

What is direct marketing?

Direct marketing is one that focuses its energy on conversing with clients based on data and interests that define them, to create assertive and relevant communication.

What is Direct Marketing for?

In addition to saving time and resources, direct marketing serves to define specific objectives for each audience . Thus, better results can be achieved with the least effort, defining the stage of the customer journey and creating strategies to meet the objectives set.

️ How to apply direct marketing?

  • Make good use of your database
  • Know and analyze the behavior of your users
  • Personalize your messages
  • Integrate channels
  • Measure the results

Do you want to know the ROI of your Email Marketing campaign? Keep reading

How do you know if your email campaigns really work? This is probably one of the frequent doubts when investing in this type of strategy. To be certain that you are obtaining the desired results, there is a metric that is key: ROI email marketing. In this note we tell you everything you need to measure the return on investment in your emailing campaigns.

If we talk about the best channels to interact with leads and customers, then email cannot be missing. The years go by, new channels appear, new forms of communication and yet, ROI email marketing is still the highest. According to Oberlo, For every $ 1 invested, the estimated median return is $ 42 .

These are very encouraging figures for any business that implements email marketing as a strategy. But it is also the boost that brands that have not yet taken this step need.

Now, how do you measure ROI in email marketing? And, above all, how to improve it. We give you the details below.

ROI email marketing what is it?

When you decide to invest money in a certain strategy for your business, surely one of the doubts that appears is about how profitable the investment in question will be. Fortunately, there is a way to find out and that is to calculate the ROI. But what is it? What is this about?

ROI is what in English is known as Return on Investiment and in Spanish we call Return on Investment. Basically, it is one of the indicators o KPI’s most important for a business. It is a metric that you allows you to compare the investment you have made, with the results obtained. This is essential to know how effective the actions were taken.

In the case of ROI email marketing , what it allows is to compare the investment in a campaign and the results obtained in it. In other words, how much income does emailing represent for your business.

The comparison between the investment you have made and the profits you obtained in an email marketing campaign is the most important metric, if you want to know the effectiveness of your actions. This will allow you Know if your business is generating income through email marketing , if that income is desired and if it is necessary to make adjustments to improve results.

If you want to know more about the effectiveness of email marketing, we recommend you read this note .

As we saw before, email marketing is the perfect tool to make your investment profitable., since it is a channel that generates great results in sales, but at a very low cost. Do you want to know how to measure the ROI of your emailing campaigns? That’s where we go!

How to measure the return on investment in email marketing?

The return on investment in email marketing is essential to evaluate the efficiency and profitability of your campaigns. Being able to calculate it easily is one of the ways to have this information always updated and available to introduce improvements in your strategy. But How to measure it? Where to start? Help! Calm! That is what we are here for.

The basic formula for calculating ROI is: profit – money invested / money invested = ROI (expressed in percentages).

Among the main mistakes made by SMEs or first-time companies is the lack of measurement of results

It seems very simple right? But measuring ROI in email marketing can be a bit more complex than this. we are going to know the step by step, do not miss any details!

Determine your investment

The first step in getting started calculating your ROI in email marketing is determining your investment . That is, know how much you spend on your email marketing.

In general, here enter the expense corresponding to the payment of your email service provider, that is, the payment of your shipping plan. But there are also other factors that are part of your investment, for example, the time allocated to the adjustments and implementation of the campaign. How long does it take your team to get it up and running? By determining this, you can assign an hourly rate for these tasks.

Then, the investment in email marketing would be equivalent to the cost of your delivery plan + the value of the hours dedicated to creating and setting up the campaigns.

Something interesting that we should highlight about emBlue is that you can start with a free plan, that is, your investment in this case would be much less. If you want to know the details and the value of each plan visit our note how much it costs to start an email marketing campaign .

Identify the income earned

To calculate the income obtained through mailing, it is necessary to go beyond the open rate and the click-through rate. What you need to identify is what happens to the user once they reach your website or the landing that you have created for your campaign.

How to find this information? In this case, your greatest ally is Google Analytics. With this tool, you can know the detailed path of your leads and the conversions they are making on their journey.

Did you know that by using emBlue you can integrate your Google Analytics account? Thus, you can quickly and efficiently view the traffic of your campaigns.

Calculate ROI email marketing

We come to the calculation of the ROI email marketing. Don’t worry, because this part is simpler. What is needed at this stage is gather all the data that you have obtained from your campaign and insert it into a very simple formula:

  • Earnings – investment / investment x 100 = ROI email marketing.

Let’s suppose that your business generated $ 50,000 in profit per year through email marketing and to carry out that campaign you invested $ 10,000. The return on investment calculation would be:

  • $ 50,000 – $ 10,000 / $ 10,000 x 100 = 400% ROI.

As you can see, the formula is quite simple, you just need to gather the correct data. Remember that, for this, the key is to choose the right email marketing tool . One that allows you to obtain precise insights about the operation of your campaigns .

4 ways to improve ROI email marketing

The ROI email marketing depends, to a large extent, on the practices you apply in your shipments. In other words, if you improve some of your practices and actions, you can get a better return on investment from email marketing.

We give you 4 recommendations to increase ROI and improve the results of your emailing:

Automate your email marketing

Automating email marketing can help you reduce costs and increase the ROI of your campaigns. Mainly, because the marketing automation simplifies processes and saves a lot of time .

Automating your email marketing helps you optimize the metrics of your campaigns and ROI is one of them. This is due, above all, to the fact that you can dedicate more time to the task of analyzing and making decisions based on the insights that you are obtaining. That time before you had to dedicate it to shipments, but that with automation is in the hands of the tool.

In addition, marketing automation is a great ally to generate leads.. Thanks to the fact that it allows you to send emails at the right time, it has become one of the best strategies to improve the conversion rate. This, of course, also helps optimize email marketing ROI.

Segment and personalize

Segmenting your contact list will allow you to send emails that respond to the interests of each group.. This is essential to improve your return on investment in email marketing.

Keep in mind that not all users want and expect the same from your business. Thus, It is important to first discover how they interact with your brand and what needs they have. Based on this you can deliver relevant messages.

Segmentation and personalization go hand in hand and promise very good results for your campaigns .

Work the subject line

You have 5 seconds to get the user’s attention and get them to open the email you sent. What you have ahead is the challenge of creating the best subject line for each email in your campaign .

If nobody opens your messages, your open rate can be disastrous, but also, it is impossible to have a good ROI. How do you get a positive ROI if people don’t know what you have to offer?

Therein lies the importance of working on the subject line and creating phrases that motivate users to click on each email you send.

Create better calls to action

All emails within an email marketing campaign have some call to action or Call to Action (CTA). This is one phrase or word that tells the user what to do next : Click here, Visit this note, Sign up now, are some examples.

A good Call to Action helps the user to move forward, to go from your email to the place you want to take it, your website, a landing page, your store, etc. Remember that calls to action should be short and direct. In addition, they must be differentiated from the rest of the message, with a different color or design that attracts attention.

Now you have enough information about ROI email marketing. You can use it to calculate the return on investment in your latest campaigns and discover what adjustments you need to make to improve your results. Time to analyze!

ROI email marketing FAQ

What is ROI email marketing?

ROI email marketing is that economic recovery that originate massive email campaigns, compared to the investment made to implement them.

What is ROI email marketing for?

Know the ROI in your mailing campaigns , It will allow you to know if, in addition to the relevant metrics to the email channel, your business is receiving an economic profit. If not, you can adjust your strategies to achieve it.

How to improve my ROI email marketing?

To improve the Return on your Investment in email marketing, you should take into account the following points:

  • Automate shipments
  • Segment and personalize
  • Work on email issues
  • Improve your CTAs or calls to action